It’s Fryday: McDonald’s tests new foods, technologies, image
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McDonald’s Corp.’s so-called “Plan to Win†is stacked with heavy expansion and remodeling efforts as well as a slew of new menu items, executives told investors this week.
At Investor Day on Thursday, the fast-food giant said it intends to spend $2.9 billion opening more than 1,300 new restaurants next year while also remodeling 2,400 existing locations.
Even as it projects commodity costs to rise up to 5.5% in the U.S. next year, McDonald’s says it’s drawing more customers –- up 3.3% so far this year and 10% over the past two years to 64 million visitors a day.
“This is a testament to our ability to grow our share and to stay relevant at a time when consumers are keeping a tighter grip on their pocketbooks and their expectations of leading global brands like ours continue to rise,†chief operating officer Don Thompson told investors.
The Oak Brook, Ill.-based chain, which recently re-released its cult favorite McRib pork sandwich, also said it would start building out its technological capabilities with mobile ordering systems, “McDelivery†options and even in-store kiosks for customers to use to choose meals and pay.
The menu could see more additions soon, with an English-style “Pub Burger†under development and a retro-inspired “1955 Burger†spreading across Europe.
Executives also said they’re considering expanding on ideas such as large chicken wraps and popcorn chicken.
This week, the chain unveiled two limited-time seasonal beverages -– the McCafe Peppermint Mocha and the Peppermint Hot Chocolate. Thompson also discussed test items such as the slushie-like Cherry Berry Chiller and the Magnum McFlurry dessert.
Today, McDonald’s is taking advantage of the palindromic date by launching billboards featuring six fries lined up to mimic 11/11/11, or “Fryday,†according to the Crain’s publication.
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-- Tiffany Hsu
